JR. NBA DEBUTS IN MALAYSIA
- NBA and Dutch Lady Malaysia partner on free programme for both boys and girls to promote active lifestyle among children through basketball -
MAY 31, 2014, KUALA LUMPUR – Jr. NBA—the NBA’s international youth development programme that promotes basketball participation and an active lifestyle among boys and girls—launched in Malaysia for the first time with Dutch Lady Malaysia as presenting partner. The Malaysia tip-off is part of the multiyear regional partnership agreement between the NBA and FrieslandCampina—parent company of Dutch Lady Malaysia and one of the largest dairy companies in the world.
Jr. NBA has been staged in the Philippines for seven consecutive years as part of the ongoing partnership between the NBA and FrieslandCampina through its Alaska brand. To date, more than 80,000 students, parents, and coaches have participated in camps, clinics and NBA Cares activities. Participants are trained in the fundamentals of basketball and learn the importance of the Jr. NBA core values of Sportsmanship, Teamwork, a positive Attitude, and Respect (S.T.A.R.).
“Jr. NBA aims to improve the health of children through basketball, and to instill key values that prepare our participants for life off the court,” said Francesco Suarez, Vice President, Global Marketing Partnerships, NBA Asia. “Together with Dutch Lady Malaysia, the NBA will bring the fun of basketball through our flagship youth development programme to boys and girls in this country.”
Inspired by the need to work towards improving the nutritional status of children in Southeast Asia, the partnership with Jr. NBA is part of the ‘Drink.Move.Be Strong’ campaign, which aims to bridge critical nutrition gaps identified by the Southeast Asian Nutrition Surveys (SEANUTS), a nutritional study initiated in 2009.